I think the left usually has very weak messaging (as opposed to the right which has strong messaging but is sometimes just blatantly false).

Maybe you could call voters to action by saying we need to “protect our -lands-“ (stronger ring than air or water) or even better, “protect our -people- from having to live in a toxic environment”.

I find the current situation really ironic.

In my experience, conservatives care way more about the environment than anyone. They are the people who live, hunt, hike, farm, fish in the woods. The average conservative farmer/hillbilly has a much more personal connection with "the environment" than the average urban liberal.

But all things environment became associated with the left, so republicans have to reject it as a matter of course.

I think we need one good advertising campaign to seriously change people's minds. Something like, "Be a good steward of God's green earth". If we spoke their language, it would click.

I agree with both of you. I talked with a friend about this a while back and it seemed that so much of the language about climate change focused on evoking fear of apocalypse, and overlooked so many other emotions related to the environment. I wondered what it'd look like if instead of showing photos of ducks in oil, we talked about what pristine nature looks like, feels like smells like. Crystal clear waters, creeks one can drink from, etc. Maybe the combination. Something pulling on other emotions besides just terror.